Memorable Brand Experiences.
To celebrate the launch of The Jones Autumn edition, David Jones wanted to give guests—particularly international students—a taste of editorial glamour. The challenge? Recreate the feel of a luxury fashion shoot within the confined space of their flagship Elizabeth Street store. The goal: elevate the in-store experience, create instantly shareable content, and reinforce The Jones’ premium brand identity.
Polite Playground brought editorial magic to life with a minimalist, high-impact photo activation that merged fashion, branding, and immersive experience. Guests were photographed as if gracing the cover of The Jones magazine, complete with custom layouts and branding that mirrored the publication’s distinctive aesthetic.
A professional DSLR photo studio ensured every shot felt sleek, refined, and runway-ready, while a carefully curated backdrop—a single draped chartreuse fabric—echoed the Autumn issue’s cover shoot featuring Charlee Fraser. This subtle design choice created a seamless visual link between the activation and the magazine itself, elevating the experience into an editorial moment.
Attendees received both printed and digital versions of their personalised cover, instantly shareable across social media. Despite the tight space and venue restrictions, the activation delivered premium results worthy of a fashion photoshoot, capturing attention, celebrating cultural diversity, and leaving guests feeling like true stars of The Jones universe.
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